JP Morgan viewed character and trust as the bedrock of lending. Quotes:

"Money equals business which equals power, all of which come from character and trust."

Asked: "Is not commercial credit based primarily upon money or property?""No sir," replied Morgan. "The first thing is character.""Before money or property?""Before money or anything else. Money cannot buy it...Because a man I do not trust could not get money from me on all the bonds in Christendom."

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